Austrian National Tourist Office DM OUT OF OFFICE REPLY by TBWA\Wien Vienna

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Industry Transport, travel & tourism
Media Direct marketing
Market Austria
Agency TBWA\Wien Vienna
Creative Director Goran Golik, Mag. Gerda Reichl - Schebesta, Gerd Turetschek
Released February 2010

Credits & Description

Category: Direct Response Digital: Email Marketing
Date of First Appearance: Feb 2 2010 12:00AM
Entrant Company: TBWA\WIEN, AUSTRIA
Entry URL:
Creative Director: Mag. Gerda Reichl-Schebesta (TBWA\Wien Werbeagentur)
Creative Director: Gerd Turetschek (TBWA\Wien Werbeagentur)
Creative Director: Goran Golik (TBWA\Wien Werbeagentur)
Art Director/Concept: Maik Wollrab (TBWA\Wien Werbeagentur)
Copywirter/Concept: Helmut Winkler (TBWA\Wien Werbeagentur)
Account Director: Barbara Lung (TBWA\Wien Werbeagentur)
Media placement: E-Mail - Automatic E-Mail Reply - 02.02.2010

Describe the brief/objective of the direct campaign.
For holiday-'insider tips', word-of-mouth advertising sells best: Search a new media channel to activate new clients for winter holidays in Austria on a people-to-people-basis.

Explain why the creative execution was relevant to the product or service.
It’s all about envy: If somebody goes on holiday – everybody else wants to go, too. This was the main reason why we put the “special link” into the out-of-office reply.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Every employee of the ad agency of the Austrian Tourism Board who went on winter holidays included in his out-of-office reply a special link: Our employees informed in their messages about the length of their winter holidays and embedded a link to a winter-offer of the Austrian Tourism Board. That way we reached recipients like clients, business partners, friends on a personal and 'private' basis.

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
With a media budget of 0 EURO – in words: ZERO, the 53 employees of the ad agency sent more than 25,000 personalized holiday-recommendations: with an average daily email inbox of 43, spent averagely 11 days holidays in winter. In a winter of crisis, when many holidays were cancelled, the bookings increased by 3,8%.